Coğrafi işaretli Erzurum Kadayıf Dolmasının dışsal ürün nitelikleri bakımından tüketicilerin ödeme istekliliklerinin belirlenmesi

Yıl 2024, Cilt: 39 Sayı: 1, 163 - 182, 29.02.2024

Yavuz Topcu Tuba Güler

https://doi.org/10.7161/omuanajas.1402221

Öz

Çalışmanın amacı, coğrafi işaretli Erzurum Kadayıf Dolmasının içsel ve dışsal mamul niteliklerini temel alan ürün profillerinden mamul marka tipleri ve gıda perakendecileri bakış açısından tüketicilerin ödeme istekliliklerini (WTP) belirlemek ve daha sonra her bir tüketici grupları için pazarlama stratejilerini oluşturmaktır. Bu amaçlara ulaşmak için Erzurum ilinde Erzurum Kadayıf Dolması tüketen tüketicilerden elde edilen birincil veriler, araştırmanın ama materyalini oluşturmuştur. İlk olarak bu verileri temel alan k-ortalamalar kümeleme analizi, tüketicilerin tüketim frekanslarını dikkate alarak heterojen tüketici gruplarını kümelemek için kullanılmış ve daha sonra seçim tabanlı Conjoint Analiz (CA) modeli, her bir grubun toplam faydasını hesaplamak ve Erzurum Kadayıf Dolmasının profil simülasyonları için tüketicilerin WTP ölçmek için kullanılmıştır. Araştırmanın sonuçları; düşük ve yoğun bir şekilde kadayıf dolmasını tüketen kullanıcıların yerel ve mağaza markaları için yüksek fiyatlı WTP sırasıyla %48.0 ve %28.2 ile %40.8 ve %26.5 olarak hesaplandığına, fakat ılımlı düzeyde kullanıcıların ise her iki marka için yüksek fiyatlı WTP %14.5 olarak bulunduğuna işaret etmiştir. Tüketici odaklı davranışlar üzerine odaklanan piyasa aktörleri, düşük ve yoğun bir şekilde kadayıf dolmasını tüketen kullanıcılar için imalatçı mağazalarında yüksek fiyatlardan satın alınan yerel markalı Erzurum Kadayıf Dolmalarını konumlandırmalıdır, fakat ılımlı düzeyde kullanıcılar için içsel ve dışsal gıda niteliklerini dikkate alan mamul farklılaştırma stratejileri uygulanmalıdır.

Anahtar Kelimeler

Conjoint Analiz,, Erzurum Kadayıf Dolması,, Yerel Marka,, Perakendeci, WTP

Determining consumers’ willingness to pay in view of extrinsic attributes of Erzurum Stuffed-Kadayif with Protected Geographical Indication

Öz

The aim of the study is to determine consumers’ willingness to pay (WTP) in view of the brand types and food retailers simulations from the product profiles based on the intrinsic and extrinsic attributes of Erzurum Stuffed-kadayif profiles with Protected Geographical Indication, and then to create the marketing strategies for each consumer segment. In order to reach to these goals, the main material composed of the primary data obtained from consumers consuming Erzurum Stuffed-kadayif in Erzurum Province. Based on the data, k-means cluster analysis was firstly used to segment heterogeneous consumer masses according to their consumption frequencies, and choice-based CA model was secondly applied to calculate the total utilities for each consumer segment and then to measure consumers’ WTP for Erzurum Stuffed-kadayif profile simulations. The results of the study highlighted that the light and heavy users’ WTPs with higher premium prices for the local brands and manufacturer outlets calculated as 48.0% and 28.2%, and 40.8% and 26.5% respectively, but the medium users’ WTPs with high premium prices for each product attribute found as 14.5%. Focused on such consumer-oriented attitudes, the market actors should position Erzurum Stuffed-kadayif with local retailer brands sold from the higher premium prices at the manufacturer stores for the light and heavy users, but it should be implemented the product differentiation strategies under the intrinsic and extrinsic food attributes for the medium users.

Anahtar Kelimeler

Conjoint Analysis, Erzurum Stuffed-Kadayif, Local brand, Retailer, WTP

Kaynakça

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